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Vans is opening a store in the old American Apparel location today

The North 6th street (between Berry and Wythe) location that housed American Apparel for years will become a new Vans store starting today. The store will be called The General according to Hypebeast:

The interior will be updated monthly with new artwork illustrated by local talents — starting off with the Vault by Vans Premium Horween Leather Collection for this month. In addition, the space will also be used for shows, movie premieres and other exclusive activations.

It sounds pretty cool but wow this quote just sent a cringe shiver up my entire spine:

Chris Keeffe, original founder and creative director of The General remarked on the new location: “This is more than a store. It’s a home for like-minded individuals who are driving culture forward, whether it’s art or skateboarding, whether they’re local or global.”

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Chris Keefe is one of the founders of the now-defunct DQM in the East Village. “The General” is their collaboration project, it started off as “The Vans DQM General” at the start of this decade. DQM, its former owner Dave Ortiz, and Chris Keefe are a huge part of NYC’s skateboarding, cycling, sneaker, and streetwear culture.